SAS’ booking statistics for the 2026 winter break show that Spanish destinations are once again at the top, along with Milan – which this year is the host city for the Winter Olympics. Interest in Rome, Athens and Bologna is increasing significantly, while the Alps continue to attract many Swedish travellers.
Sportlov travel in 2026 shows that Swedes are increasingly discovering new destinations and combining sun, culture, and shorter city breaks. Spain continues to dominate, and Milan – strengthened by its role as an Olympic city – is cementing its position as one of Swedes' absolute favourites. Zürich and Geneva also remain strong options for travellers heading to the Alps.
Meanwhile, travel to Rome, Athens and Bologna is increasing significantly, a trend that reflects a renewed interest in city leisure.
During the winter sports holiday period, SAS will handle nearly 2,200 flight operations – both arrivals and departures – to and from Stockholm, corresponding to just over 312,000 seats. This provides travellers with a broad and flexible range of options.
”Swedes combine sun, culture, and winter adventures in a way that makes the winter sports break one of the most dynamic travel periods of the year. With improved punctuality and a strengthened winter programme – not least with the increased interest in the Olympic city of Milan – we can offer both smooth weekend trips and longer holidays to some of Europe's most sought-after destinations.,” says Henrik Winell, Vice President Network at SAS.
Last year's development
In 2025, Geneva, Milan and Luleå were among the most booked destinations. In 2026, we are seeing a clear trend shift: Swedes are choosing more sun and culture, and city leisure travel is increasing sharply.
Rome, Athens and Bologna show a clear increase, while London and Munich, which were strong last year, lose positions this year. The Alps retain their position as one of the most sought-after winter destinations.
How our Nordic neighbours travel
In Denmark, Malaga, Milan and London top the list of the most popular travel destinations. At the same time, Danes' interest in the Alps is growing, with Zurich, Geneva and Salzburg standing out. Sälen in Dalarna is also one of the most popular winter destinations this year, while Bangkok is the most sought-after long-haul destination.
In Norway, Alicante and Las Palmas top the list of popular destinations. Several European major cities are growing significantly, with Milan, Munich, and Prague standing out. Scandinavians are increasingly choosing to combine sun and city breaks, and both Bangkok and Miami attract many leisure travellers.
Denmark and Norway are following the same trend as Sweden. Southern metropolises, the Alps and northern Italy are the winners in 2026.
The Swedes' most popular winter sports destination in 2026:
• Spanish destinations
Milan
• Rome
• Sun
Bologna
Zurich
Geneva
